Haymarket's HayloARC Aims to Reshape Healthcare Ad Tech

NEW YORK, NY – March 30, 2026 – Haymarket Media, a long-standing leader in medical publishing, today announced its ambitious entry into the advertising technology sector with the launch of HayloARC. The new demand-side platform (DSP) is engineered specifically for the complex and highly regulated healthcare market, promising to deliver a new level of precision and efficiency by leveraging a powerful, proprietary asset: its own first-party data.

HayloARC marks a significant strategic pivot for the media company, which is betting that its direct relationships with millions of healthcare professionals (HCPs) across its network of over 30 medical publications can provide a decisive advantage in a digital advertising landscape grappling with privacy concerns and the decline of traditional tracking methods.

The First-Party Data Advantage in a Privacy-First World

The core innovation of HayloARC is its foundation on 100% first-party data, collected directly from physicians and other medical professionals who engage with Haymarket’s extensive portfolio of endemic content, including titles like MPR and Cancer Therapy Advisor. In an era defined by the deprecation of third-party cookies and heightened regulatory scrutiny under laws like GDPR and HIPAA, this approach is not just a feature but a fundamental strategic imperative.

For years, digital advertisers have relied on third-party data—information aggregated from various external sources—to target audiences. This model is becoming increasingly untenable due to privacy risks and data inaccuracies. HayloARC bypasses these issues by using data collected with explicit consent from its own audience. This direct data pipeline provides what the company calls a “higher fidelity audience quality,” allowing healthcare marketers to target specific medical specialists with a level of accuracy that is difficult to achieve with aggregated or modeled data. Competitors in the space often rely on partnerships or data licensing to build their audience segments, but HayloARC’s model integrates the publisher and the technology stack, giving it unique control and transparency over its data source.

“We recognized a critical need in the market for a DSP that better understands the complexities and nuances of healthcare advertising,” said Mike Graziani, CEO of Haymarket Media, in the company's announcement. “HayloARC combines our deep expertise in medical media with cutting-edge programmatic technology. Our first-party data advantage means healthcare marketers can achieve greater accuracy and campaign effectiveness than ever before.”

This is particularly crucial in healthcare, where regulations like the Health Insurance Portability and Accountability Act (HIPAA) impose strict rules on data handling. By building its platform on a foundation of consented, non-sensitive professional data, Haymarket aims to provide a more compliant pathway for pharmaceutical and life sciences companies to reach their target HCPs without navigating the legal minefields associated with patient data.

From Vanity Metrics to Verifiable Prescriptions

Beyond data precision, HayloARC is tackling another long-standing challenge in healthcare advertising: measuring real-world impact. For too long, digital campaigns have been judged on “vanity metrics” such as click-through rates (CTR) and impressions, which offer little insight into whether an ad actually influenced a physician’s behavior.

To address this, Haymarket has forged a strategic partnership with PurpleLab, a healthcare analytics firm. This integration allows HayloARC to move beyond surface-level engagement and measure actual script lift—the increase in prescriptions written for a specific drug following an advertising campaign. By connecting digital ad exposure to anonymized prescription data, the platform can provide pharmaceutical marketers with a tangible return on investment (ROI). This ability to close the loop between a digital impression and a clinical action is a significant step forward, transforming marketing spend from a perceived cost center into a measurable driver of growth.

The platform itself is built with the modern programmatic buyer in mind. It features an intuitive interface and AI-driven automation designed to streamline repetitive tasks and reduce the potential for human error. For large agencies or sophisticated advertisers who prefer to use their own proprietary systems, HayloARC also offers robust API capabilities, allowing them to bypass the user interface and activate media buys directly.

Pioneering Sustainability in Digital Health Campaigns

In a forward-looking move that sets it apart from many competitors, HayloARC is also addressing the growing environmental impact of digital advertising. The explosion in programmatic transactions and AI-powered computations has placed an unprecedented strain on energy resources, a hidden cost of the digital economy. Through an integration with Cedara, a carbon intelligence platform, HayloARC is pioneering a focus on energy management for healthcare marketers.

This partnership enables the platform to measure the carbon intensity of every campaign and optimize ad delivery to favor high-impact, sustainable placements. It directs ad spend toward publishers and pathways that are more computationally efficient, reducing waste and lowering the overall energy consumption of a campaign. This allows advertisers not only to maximize their ROI but also to align their marketing efforts with corporate social responsibility (CSR) and sustainability goals. As environmental, social, and governance (ESG) criteria become more important to investors and consumers, features like this are transitioning from a novelty to a necessity.

“HayloARC allows healthcare marketers to execute more effective, efficient and responsible digital campaigns,” added Louis Naimoli, VP, Programmatic Business Development & Strategy. “HayloARC sets a new standard for programmatic advertising in healthcare, delivering superior results and increasing the focus on sustainability, while providing customers with a boutique experience that fits their needs.”

By integrating precision targeting, outcome-based measurement, and environmental responsibility, HayloARC is not just entering the ad tech market; it is signaling a potential shift in how healthcare advertising will be planned, executed, and evaluated in the years to come.